Consumer Decision Making in the Airline Industry

ASSESSMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Explaining the reasons for selection of the product ...................................................................1
Introduction in relation to examination of the particular product ..............................................1
CONSUMER BEHAVIOUR ..........................................................................................................1
Explaining the process of consumer decision making ...............................................................1
Explaining consumer behaviour and the ways in which the consumer makes decisions ..........2
APPLICATION OF THE CHOSEN FRAMEWORK ...................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Explaining the reasons for selection of the product
The present study focuses on the RYANAIR, a budget airline industry that was founded
in the year 1984, headquartered in the Swords, Dublin, Ireland (Huang and Benyoucef, 2017).
The major reason behind selecting of the RYANAIR products is to make analysis of the grounds
due to which this company attains a leading position in the Europe with a large team that
involves more than 12000 of the highly skilled professionals in respect of aviations, delivering
the on time performance with carrying over 1 billion of the customers.
Introduction in relation to examination of the particular product
One of the most important product in which the company deals is its low cost, no-frills
air travel facility to the European destinations. Flying with the RYANAIR had always been an
adventure for the people as the passengers are not required to bother about checking terms and
the conditions (Karimi, Papamichail, and Holland, 2015). The passengers gets a first class
service from the RYANAIR while flying to the Ireland with no any frills. Due to this, the
company became a largest airlines in context of the passenger’s numbers and as the original
budget airlines which every class of the people can afford. With regards to this product they
provide facility of short-haul airlines only within the European and the Mediterranean region. In
the Ireland, most of the airports are been serviced by the RYANAIR, along with the Dublin as
the most utilised hub.
CONSUMER BEHAVIOUR
Explaining the process of consumer decision making
Mainly there are the fiver major strategies in the process of the consumer decision
making as follows-
Problem recognition- In the first step the consumer develops a specific need that they
seeks for satisfying. Under this stage consumers feels like there is something this is missing and
they look for addressing it.
Search process- In this phase, consumer’s research for the products or the services has
been made in order to meet their needs and the desire.
Evaluating the alternatives- After identifying the thing that will satisfy the needs of the
consumer, they begin for seeking the best out of the available alternatives. This is been done by
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